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The theory of deindividuation stems from Jung's definition of "individuation". He stated that individuation was "a process of differentiation, having for its goal the development of the individual personality".

The term "deindividuation" was coined by Festinger, but developed most fully by Zimbardo. He asserts that being in a large group provides a degree of anonymity, which allows one to avoid responsibility for our actions. We thus shake off usual social controls and become more impulsive, irrational, aggressive and even violent.

Festinger (1952) found that individuals dressed in grey laboratory coats and sat in dim light were more willing to use bad language when discussing erotic literature than individuals who were not.

Zimbardo's prison study deindividuated individuals as guards and prisoners, who then proceeded to act in agressive and often brutal ways.

Diener's 1976 study of children on Hallowe'en is another interesting case study. One group of children were asked for their name and address, whereas another were not. They were then encourage to take a single sweet. Those that were individuated (by asking for their personal details) transgressed in 8% of cases. Those who were less deindividuated (by virtute of their clothing and not being asked for details) transgressed in 80% of cases.

Problems with Individuation and Deindividation

Zimbardo's 1970 study of Belgian soldiers asked soldiers to give an electric shock in a clock and hood. He found that this decreased the amount of shock given. This was perhaps because the soldier's were already deindividuated and changing dress actually individuated them.

Johnson and Downing (1979) carried out a similar experiment, but did not use soldiers. Participants either wore a nurse's uniform or a cloak and hood. Some wore a large badge with their name attached. Those who were individuated did not give an increased shock.

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